Pavlina Katiaj

Pavlina Katiaj is a PhD Candidate at the Athens University of Economics and Business (AUEB), specializing in Social Media Marketing, Brand Personification, and Content Marketing. She is a researcher at ELTRUN, the E-Business Research Center of AUEB, where her research explores how humanizing brands on social media influences consumer engagement and sales. Combining academic research with over 15 years of entrepreneurial and marketing experience, she works at the intersection of digital marketing, social commerce, and emerging consumer trends, with a particular interest in TikTok, creator marketing, and live shopping. She is an Instructor and Coordinator of TikTok Edu, an educational initiative focused on TikTok marketing, content creation, and the evolving creator economy.